Document Type : Research Paper
Authors
1 Ph.D student of Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2 Assistant Professor, Department of Sport Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
3 Associate Professor of Sports Management, Razi University of Kermanshah, Kermanshah, Iran
Abstract
The purpose of this study was to determine the effect of nationalism, ethnocentrism and consumer urbanism on the preference of domestic and foreign sports brands among students with respect to the mediating role of product quality.The statistical population of this study included all students of Islamic Azad universities of physical education in the centers of the western provinces of the country.The tools of the present study included standard questionnaires on research variables.The research design was done using structural equation modeling. The results of fit indices in the section of structural equations indicated a good fit that the results of path analysis showed that the variables of consumer ethnocentrism and consumer nationalism directly and also through performance quality mediation could have a significant effect on the preference of domestic to foreign brands among students.The data reported that the world of consumer urbanism has not been able to affect the variable of preference of domestic brand over foreign brand, but this variable can affect the preference of purchase due to the quality of performance. Sports marketing managers as well as sports psychologists should consider this in order to examine sports consumer behavior and increase sales in order to support domestic production and strengthen the domestic economy. Sports marketers in particular can use these factors to improve and make marketing strategies more effective.
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